Beauty content marketing trends on Tik Tok, Kuaishou, and Xiaohongshu!

During Q2 2020, what new trends are there in content e-commerce promotion in the beauty sector on Douyin, Kuaishou, and Xiaohongshu platforms? Which beauty brand has stronger marketing?

Based on the beauty marketing intelligence tracked on Douyin, Kuaishou, Xiaohongshu, and Weibo platforms from April 1 to June 30, 2020, we have produced the " 2020 Q2 Beauty Industry Content Marketing Report ", hoping to provide reference and reference for beauty industry practitioners.

1. Overview of the beauty industry

1. my country's total retail sales of cosmetics maintained a steady growth trend

From 2015 to 2019, my country's cosmetics retail sales above designated size maintained a steady growth trend overall.

According to the China Business Industry Research Institute, the national consumption of cosmetics above the designated amount will continue to maintain a stable and long-term trend in 2020, but the growth rate will slow down. It is estimated that the total retail sales of cosmetics above the designated amount in the country will reach 316.4 billion yuan in 2020, with a growth rate of about 13.2%.

2. Most people who buy beauty products are young women in second-, third- and fourth-tier cities

According to QuestMobile data, the basic base of the beauty makeup population is young women in second-, third- and fourth-tier cities, with the largest proportion being 19-24 year olds, followed by 25-30 year olds.

3. People who love beauty products are keen on watching videos and live broadcasts, and most often use Douyin and Kuaishou

According to QuestMobile data, people who love beauty products are also sophisticated life recorders. They are keen on watching short videos and live broadcasts. Douyin and Kuaishou are the short video live broadcast platforms they use most.

4. Analysis of content e-commerce platforms in the beauty industry

2. Analysis of Douyin Beauty E-commerce

1. Douyin: Beauty and skin care products are more popular than exquisite cosmetics

Among Douyin's hot-selling products, the proportion of exquisite cosmetics products gradually decreased from 9.5% in April to 7.9% in June, and the proportion of beauty and skin care products gradually decreased from 11.5% in April to 8.7% in June.

The average number of beauty and skin care products that made it into the top 1000 best-selling products (9.8%) was slightly higher than that of exquisite cosmetics (8.7%).

2. Douyin: Exquisite cosmetics have more low-priced products, while beauty and skin care products have the opposite.

The main prices of exquisite cosmetics products on the Douyin platform are between 20 and 100 yuan , and more than 80% of the products are priced below 100 yuan.

The main prices of beauty and skin care products are in the range of 20-200 yuan , and the number of products priced below 20 yuan and above 200 yuan accounts for a very low proportion.

There are more low-priced products (<20 yuan) in the exquisite cosmetics category, and more high-priced products (100-200 yuan, ≥200 yuan) in the beauty and skin care category.

3. Douyin: Lipstick is basically the top 1 best-selling item in exquisite makeup

During Q2, lipstick, cotton pads/face towels, sunscreen/primer, foundation/concealer were the top four best-selling products . The fifth place was taken by eye shadow in April, and the rest of the time it was perfume.

In June, sunscreen/primer replaced lipstick and became the top best-selling item.

4. Douyin: Top 5 best-selling lipsticks in Q2

5. Douyin: Keywords for hot-selling lipstick products during Q2

Among the top 500 best-selling lipstick products, matte texture was mentioned most frequently.

Lipsticks with long-lasting, moisturizing and nourishing functions as their main selling points are more popular among consumers.

Bean paste color, rotten tomato color, and milk tea color have become more popular lipstick colors.

6. Douyin: Face towels have been on the best-selling list of exquisite cosmetics products for many times

Facial towel products such as Jianmei Chuangyan Facial Towel, Menglis Facial Towel, and Ouyizi Facial Towel have been on the list many times .

During Q2, lip gloss became a hot-selling type of lipstick, and the lip glosses launched by Perfect Diary and Colorkey became best-sellers.

During May and June, as the weather gets hotter, sunscreen spray products also start to become popular.

7. Douyin: Facial masks remain the top 1 best-selling beauty and skincare product

During Q2, facial masks remained the top 1 best-selling beauty and skin care item, followed by skin care sets, which ranked top 2 from March to May.

Facial masks, skin care sets, lotions/creams, and shower gels are common items on the Q2 best-selling items list.

8. Douyin: Top 5 best-selling facial masks in Q2

9. Douyin: Keywords for hot-selling facial mask products during Q2

Among the top 500 best-selling facial masks on Douyin, more emphasis is placed on the mask's hydrating and moisturizing functions, followed by cleansing, pore shrinking, and repairing functions.

Judging from the ingredients of facial masks, hyaluronic acid, which has a moisturizing effect, was mentioned most frequently, followed by niacinamide, which is used for whitening.

10. Douyin: Facial masks gradually dominate the list of best-selling products in the beauty and skin care category

In April, facial masks began to appear on the best-selling list, and the number of them on the list gradually increased between May and June.

New Skin Mystery Sleeping Mask has become a hot-selling product and has been on the best-selling list three times during Q2.

11. Douyin: The largest number of influencers in the categories of exquisite cosmetics and beauty and skin care products

Among the top 1,000 popular influencers on Douyin, the number of influencers in the categories of exquisite cosmetics and beauty and skin care products accounted for 19% and 23% respectively, which is much higher than other categories.

12. Douyin: Most of the influencers have 1-5 million followers.

On the Douyin platform, the number of fans of exquisite cosmetics influencers mainly ranges from 1 million to 5 million, while the number of fans of beauty and skin care influencers mainly ranges from 100,000 to 500,000 and 1 million to 5 million.

13. Tik Tok: Top 5 popular makeup, beauty and skincare influencers in June

3. Analysis of Kuaishou Beauty E-commerce

1. Kuaishou: The proportion of exquisite cosmetics, beauty and skin care products is gradually decreasing

During Q2, the proportion of exquisite cosmetics and beauty and skin care products in the top 1,000 best-selling products on Kuaishou gradually decreased.

The average quantity share of beauty and skin care products in the top 1,000 best-selling products (13.5%) far exceeds that of exquisite cosmetics (2.8%).

2. Kuaishou: The number of high-priced products such as exquisite cosmetics and beauty products is extremely low

More than 80% of the exquisite cosmetics products on the Kuaishou platform are priced below 60 yuan.

The main prices of beauty and skin care products are in the range of 20-60 yuan, and the number of products priced below 100 yuan accounts for more than 90%.

The proportion of high-priced products in the categories of exquisite cosmetics and beauty and skin care products (100-200 yuan, ≥200 yuan) is less than 10%.

3. Kuaishou: Like Douyin, lipstick is still the most popular item

Like Douyin, lipstick items account for the largest proportion of the best-selling exquisite cosmetics products on the Kuaishou platform, ranking first.

During Q2, lipstick, perfume, BB/CC/air cushion, isolation/primer had a high number of items in Kuaishou's exquisite makeup category and were repeatedly ranked at the top.

4. Kuaishou: Top 5 best-selling lipsticks in Q2

5. Kuaishou: Lip gloss, foundation and other products are the hottest sellers among exquisite cosmetics

Among the hot-selling exquisite cosmetics categories on the Kuaishou platform, lip gloss, liquid foundation, primer, beauty eggs and other products account for a relatively high proportion.

Among the lipstick products, Perfect Diary Velvet Lip Glaze, Dior Lipstick 999 Matte, and MAC Soft Matte Lipstick are on the list.

6. Kuaishou: Facial masks are also the top 1 best-selling item in the beauty and skin care category

Facial masks are still the single product with the largest share in terms of quantity, followed by cleansing products.

During Q2, facial masks, cleansers, essences, and lotions accounted for a relatively high proportion of the best-selling beauty and skin care products on Kuaishou.

7. Kuaishou: Top 5 best-selling facial masks in Q2

8. Kuaishou: Keywords for hot-selling facial mask products during Q2

The product titles of the top 500 best-selling facial masks on the Kuaishou platform emphasize the hydrating and moisturizing functions, followed by the brightening and repairing functions . In addition to the hydrating and moisturizing functions, the Douyin platform also emphasizes the cleansing function.

Fullerene is the most commonly mentioned ingredient in best-selling facial masks for its antioxidant effects. Freeze-dried powder, which has been very popular in recent years, also appears in popular facial mask ingredients.

9. Kuaishou: Many branded facial masks in the beauty and skin care categories are on the list

During Q2, facial masks were the hot-selling beauty and skin care products on Kuaishou platform, but the brands were different, including domestic brands Herborist and Jilinsa, as well as Korean brands Lidzimed and Prosperity.

10. Kuaishou: Popular influencers of exquisite cosmetics, beauty and skin care products in June

4. Analysis of Xiaohongshu beauty e-commerce

1. Xiaohongshu: The largest number of exquisite cosmetics, beauty and skin care products

From May to June, the average quantity share of beauty and skin care products in the top 1,000 popular products (56.2%) far exceeded that of exquisite cosmetics products (13.2%).

Compared with Douyin and Kuaishou platforms, Xiaohongshu platform has the highest proportion of exquisite cosmetics and beauty and skin care products.

2. Xiaohongshu: About 80% of the products are priced over 100 yuan

70% of the exquisite cosmetics on the Xiaohongshu platform are priced between 100-500 yuan, and the main prices of beauty and skin care products are between 100-300 yuan , followed by prices ≥ 500 yuan.

The number of exquisite cosmetics, beauty and skin care products with a price range of less than 60 yuan and 60-100 yuan accounts for only about 10%, and about 80% of the products are priced over 100 yuan.

3. Xiaohongshu: Over 90% of popular beauty products come from overseas countries

Among the top 1,000 popular exquisite cosmetics, beauty and skin care products, more than 90% of the products come from overseas, among which France, the United States, and Japan account for a relatively high proportion, and only less than 9% come from China.

4. Xiaohongshu: Essences, eye creams, etc. have become popular items in the beauty and skin care category

Lipstick, foundation, eye shadow and perfume have become the top four popular items in the exquisite cosmetics category on the Xiaohongshu platform.

On the Xiaohongshu platform, the top 1 popular items in the beauty and skin care category are different from those on the Douyin and Kuaishou platforms (facial masks), and are occupied by essences and eye creams/eye essences.

5. Xiaohongshu: Top 5 popular lipsticks from May to June

6. Xiaohongshu: Top 5 popular essences, eye creams/eye essences from May to June

7. Xiaohongshu: 3CE Velvet Matte Long-lasting Lip Glaze is on the list

There is basically no duplication in the products on the list from May to June, and only 3CE's Velvet Matte Long-Lasting Lip Glaze has been ranked Top 1 on the exquisite makeup list for two consecutive times.

It is worth noting that in June, perfumes and essences were more popular among Xiaohongshu platform users.

5. Marketing intelligence for brand advertisers

1. Well-known European and American brands occupy the top positions in marketing on Weibo and Xiaohongshu

Well-known European and American brands such as MAC, L'Oréal Paris, Lancôme, Estee Lauder, and LAMER occupy the top camp in marketing on Weibo and Xiaohongshu.

MAC, Perfect Diary, and Carslan rank at the top in terms of the number of short videos on Douyin.

2. Among local brands, Perfect Diary, Huaxizi and Carslan are more active in marketing

In the ranking of local brands, Perfect Diary, Carslan, and One Leaf’s Douyin short videos are among the top.

In terms of marketing investment on Weibo and Xiaohongshu, Huaxizi, Perfect Diary and Winona are among the top.

3. The beauty industry focuses on advertising on channels such as Tencent Advertising and Bytedance

The beauty industry focuses on advertising on three major platforms: Tencent Advertising, Bytedance, and Baidu Information Flow, which account for more than 80% of the total number of advertisements , followed by Baidu Baidu Ieng, Qutoutiao and other channels.

Among the top 10 advertising channels, Qutoutiao had the highest proportion of beauty industry advertisements during Q2, reaching 38.42%.

4. Advertisements are mainly in the form of pictures and videos

The majority of advertisements in the beauty industry are in the form of images, accounting for more than 60% , followed by video materials, accounting for about 22%.

5. The ad copy focuses on the product’s efficacy

Advertising copy for facial skin care, perfume and cosmetics often emphasizes the product’s efficacy , such as “brightening skin tone”, “whitening”, “concealing”, etc.

The above is an excerpt from the "2020 Q2 Beauty Industry Content Marketing Report".

Author: CCSight Editor

Source: CCSight Data Insight